| Popis: |
This paper highlights the role that Higher Education Institutions (HEI’s) can play in the development of place umbrella brands in a rural area of Italy. Place branding in rural areas is considered a wicked problem, since it must be managed by many stakeholders who often have diverse and conflicting motives. This case analyzes the “Marche d’Eccellenza,†a Forum held in the Marche Region of Italy, in 2010. Private and public sector stakeholders participated in a series of brainstorming sessions on how to collectively develop the region’s resources and unique value proposition. The results show how the involvement of a university, as a trainer, partner and facilitator, can help build place brands in rural areas. |
